How to Choose Attributes for a Perceptual Map

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What Attributes to Put on a Perceptual Map?

Introduction

In this article I will look at how we choose attributes to put on our perceptual maps.

As a starting point I should point out that the best attributes will depend on our purpose or our goal. That is:

  • Why are we trying to create a map that outlines how consumers see the marketplace?

Here are three likely broad objectives or goals we’re trying to achieve with our perceptual maps:

  1. We want to identify gaps and opportunities in the marketplace
  2. We want to assess our positioning and how well our image stacks up against our competitors
  3. We want to create a rich picture of our brand, perhaps from a brand personality perspective or helping with brand storytelling

Let’s now work through each of these marketing objectives…

Please review the following summary video, or scroll down for the full article…

Choosing Product-Based Attributes for Identifying Gaps

If we are looking to identify product gaps, then all/most of our attributes should be product-based. That is, they relate to actual product features and associated product benefits.

For example, if it is a snack food product, then we might use:

  • weak to strong flavor,
  • junk to healthy,
  • sour to sweet,
  • plain to creamy,
  • low-fat to high-fat

For 100s more product attribute ideas, please review: List of Axis Attribute Ideas for Perceptual Maps

Quick Note on Consumer Perceptions

Remember that our maps should be built on actual consumer PERCEPTIONS. (For more information, please review: Perception is Reality)

In terms of the above map, clearly we could go through products in the marketplace and assess each product in terms of product attributes (such as plain/creamy).

BUT… that’s from the view of marketing people – it’s not mapped from a consumer perspective.

And while we (as marketing experts) know the brands, we are only really interested in consumer perception. Think about it – a lot of consumers will only buy these products or these brands occasionally. This means that the consumers’ perceptions will differ from our (as brand managers) perceptions.

Image-Based Attributes for Assessing Positioning

In terms of assessing our positioning, we need to look at image-based attributes. Some examples of these type of attributes could be:

  • mature to childish,
  • low trust to high trust,
  • careful to careless,
  • local to international,
  • forgettable to memorable

For 100s more product attribute ideas, please review: List of Axis Attribute Ideas for Perceptual Maps

These are descriptors about a brand, and we would generally use a combination of these at the same time to get a complete view of our brand’s positioning.

This allows us to assessing the success of our positioning strategy and to identify how distinctive our brand is in the market.

Using Personality-Based Attributes 

Finally, we can think about the brand more as a person and map brand personality traits on our perceptual maps. For example, is the brand:

  • Dull or inspiring?
  • Foolish or wise?
  • Nice or mean?
  • Shy or outgoing?

These results should be a valuable tool for further understanding our brand and potentially help craft a great brand story as well.

For 100s more product attribute ideas, please review: List of Axis Attribute Ideas for Perceptual Maps

Resources for Attribute Ideas

If you need help with product and mapping attributes ideas, then please check out the following link – it contains over 400 attribute axis suggestions and ideas:

And don’t forget to download the free perceptual map maker as well:

Quick Axis Attributes FAQs Recap

What is the purpose of creating perceptual maps?

Perceptual maps are used to outline how consumers perceive the marketplace. They can be used to:

  • Identify gaps and opportunities in the marketplace
  • Assess positioning and compare your brand’s image against competitors
  • Create a rich picture of your brand, focusing on brand personality or brand storytelling

How should I choose attributes for my perceptual map?

The choice of attributes depends on your marketing objectives.

  • For identifying product gaps, use product-based attributes related to product features and benefits
  • For assessing positioning, use image-based attributes that describe the brand
  • For brand personality or storytelling, use personality-based attributes that portray the brand as a person

What is the difference between product-based attributes and image-based attributes?

Product-based attributes relate to actual product features and associated product benefits.

Image-based attributes describe the brand itself, focusing on consumers’ perceptions of the brand rather than the product.

Why is it important to base the perceptual map on consumer perceptions?

Consumer perceptions are important because they reveal how your target audience views your product and brand. These insights can help you develop strategies that resonate with your audience and better address their needs.

Can you give some examples of product-based attributes?

Examples of product-based attributes for a snack food product could include weak to strong flavor, junk to healthy, sour to sweet, plain to creamy, and low-fat to high-fat.

Can you give some examples of image-based attributes?

Examples of image-based attributes could include mature to childish, low trust to high trust, careful to careless, local to international, and forgettable to memorable.

Can you give some examples of personality-based attributes?

Examples of personality-based attributes could include dull or inspiring, foolish or wise, nice or mean, and shy or outgoing. 

Where can I find more attribute ideas for perceptual maps?

You can review the following resources for more attribute ideas:

What else do I need to know?

I would recommend reviewing:

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